The Key Challenge
The aim of the re-design was to improve the experience for existing customers at the same time as enticing greater exploration of the products on sale by potential customers.
The Researchcraft Approach
The research used multiple research techniques to look at the layout and design issues from different angles, including experiential triad groups, in-store observation & intercepts, footfall observation and mapping, employee and store manager interviews and quantitative exit interviews across 6 trial and control stores.
The overall design was largely successful, but adopted more widely with some modifications highlighted by the research. These included dialling up some design elements to give key displays more impact and recommendations for adapting the core design to meet the needs of different store layouts and locations.